| Have you ever clicked on a link, or ad that seems to | | | | a sale or reaction from them while they are still keen |
| be offering you the exact answer to your question? A | | | | to find an answer? |
| perfectly worded ad that seems to have all of the | | | | Web surfers are known to have very short attention |
| answers that you may have been searching for, for | | | | spans, because of this it is important to grab their |
| hours. You click on the ad, then you are transported to | | | | attention, and give them exactly what they are looking |
| the page only to find that in order to find out what you | | | | for as soon as they ask for it. Don't make them work |
| are looking for you must go through a rigorous search, | | | | too hard, and don't place barriers in their way to finding |
| and click until the cows come home in order to find | | | | the solution or answer that they desire. |
| exactly what it is you were looking for. | | | | Often when potential customers are browsing on the |
| By the time you have found the page that promised | | | | web and are looking for answers, or solutions to their |
| you all the answers to your troubles, you are feeling so | | | | problems, they may be tempted away from their |
| hassled and tired of navigating the website. You sigh | | | | current search by an ad that you may have placed on |
| and only half read the information on the website, | | | | Google. The trick is that you need to provide a |
| further more you don't really take in what the offer is | | | | gateway for your potential customer that displays the |
| all about and decide that it is probably not what you | | | | information they are looking for immediately. |
| were looking for after all. Then you see some other | | | | If you make the prospective customer search or have |
| offer and decide to click on that link instead. Will you | | | | to navigate through a mass of pages, you will be |
| ever visit that page again? It is unlikely. | | | | guaranteed that they will loose interest and most |
| On the other hand, when you click on an ad, or link that | | | | probably click on another ad, or abandon their search |
| is offering you a solution to all of your problems, and | | | | altogether. Either way despite your flashy ad and |
| you are transported directly to the spot that has all the | | | | promises to a solution, you have failed to answer the |
| answers, you begin to read with gusto. In fact, you are | | | | question you promised in your ad in a timely manner. |
| so glad that you have found a solution to your question | | | | By offering the shortest distance between their click |
| that as you read you become more and more exited | | | | on your ad, and the desired information the potential |
| about what is being offered. | | | | customer is most likely to be in a buying mode and |
| Then right at the perfect time there is your opportunity | | | | look over your offer more thoroughly. Keep in mind |
| to purchase all the answers in one easy click, so you | | | | that when you do get a customer looking for a |
| do. You leave the website with your new purchase in | | | | solution, they click on your ad, and the page opens give |
| hand, congratulating yourself on finding the perfect | | | | them one answer at a time. Don't bombard them with |
| solution so easily. | | | | a heap of other solutions or links. |
| Think about both of these scenarios and ask yourself | | | | One page should equate to one desired effect, |
| which one would you prefer? The easiest access of | | | | whether it is information, solutions, or a sale. Don't |
| course. Now consider your own website, and ask | | | | confuse your potential customers with too many |
| yourself which scenario is the most likely to happen to | | | | options and most of all don't make your potential |
| a visitor when they are transported to your website? | | | | customer navigate your whole website in order to find |
| Do you place so many barriers in your customer's | | | | an answer to their question. Because if you make your |
| way that by the time they find the answer, they no | | | | potential customer work too hard for their answer you |
| longer feel like looking for it? On the other hand, do you | | | | will loose their attention, and you wont get a sale |
| give your visitors what they want right away, and get | | | | despite all of the trouble you have gone to. |